People have a growing appetite for creating, posting and interacting with video online, especially on mobile. Facebook, for instance, averages more than 3 billion video views per day—more than 65% of which happen on mobile. With just the swipe of a thumb, people have not only the power to control what content and advertising they view but also the power to decide how much attention they pay to that content. This environment of on-demand video consumption on mobile is compelling marketers to create impactful videos that deliver value. While the paradigm of content consumption has changed, marketers’ objectives have not.
As a step to better understand if video ads are changing people’s brand perceptions and purchase behaviors, the Facebook Marketing Science team commissioned Nielsen to analyze how Facebook video ads move brand metrics (Ad Recall, Brand Awareness and Purchase Consideration) in its BrandEffect database. What we learned is that every part of a video view—from initial impression to a complete view and everything in between—drives value.
Easter is a time to share and celebrate with friends and family. And mobile is allowing people to share and share in the celebrations more widely and instantaneously than ever.
We conducted a poll and studied Easter-related conversation in 9 countries across 5 continents to learn about people’s holiday festivities. We found that when people in Latin America and the Philippines talk about Easter, the religious aspects of the day dominate the conversation. And in Australia, Canada and the US, Easter is a social holiday often fueled by chocolate and candy.
US marketers now spend more on ads online than they do on broadcast TV. But what makes digital ads effective is still open to debate. To help marketers better understand what creative elements lead to results, Facebook conducted a study evaluating 350 campaigns that ran in News Feed in the past two years. The campaigns’ effects on in-store sales or online conversions were also measured, enabling researchers to correlate different elements of ad creative with business outcomes. Read more
Everyone loves a good story. That’s especially true when it comes to advertising. According to a new study, campaigns that tell a brand story before asking people to buy something are significantly more effective than ones that focus immediately on encouraging people to take an action.
For the research, social media advertising technology firm Adaptly, in partnership with Facebook, compared the rate of subscriptions to Refinery29, an independent fashion and lifestyle website, generated by two campaigns on Facebook that ran in the US in May 2014.
One “sustained call-to-action” campaign over 12 days featured ads that employed creative and images focused strictly on generating subscriptions. The other campaign over the same period featured different “sequenced” ads that first told the brand story, next provided product information before inviting people to sign up. Ads for both campaigns were served in News Feed to lookalike audiences, increasing the chances that people would become high-value customers. Read more
Some online ads resonate with people more than others. But oftentimes figuring out the right mix of image, copy, size and placement can be an elusive goal for marketers.
To help advertisers better understand what makes online ads generate desired business results, Facebook’s Marketing Science team recruited more than 700 people from around the world to evaluate more than 1,500 ads that ran in News Feed. The more than 350 campaigns analyzed between October 2013 and March 2014 also were measured for their impact on in-store sales or online conversions. This enabled our researchers to correlate different elements of ad creative with the results that matter to advertisers.
We recently spoke with Neha Bhargava and Eurry Kim, the advertising researchers at Facebook who conducted the study, about what their findings mean for brand marketers. Read more
Before people are ready to begin searching online to buy something, they discover the products and services they’ll end up buying through many different channels. Those channels include Facebook, where nearly 1.28 billion people around the world log on every month. Because of Facebook’s place in the consumer journey, businesses can significantly increase paid-search performance and decrease cost per acquisition by running Facebook ads with their paid-search campaigns, concludes a new study commissioned by Facebook. Read more
Once upon a time, families gathered around giant wood-paneled television sets that they switched on with the turn of a dial. As shows flickered across bulging screens, people talked, read the newspaper or did chores.
Flash forward to the present. The TV is now a flat screen on the wall. It is still an integral part of our lives, but as modern families watch their shows of choice many of them engage with another screen — a laptop, a desktop, a tablet, or a smartphone — that provides access to a stream of content and conversation. Read more
Laptops. Tablets. Smartphones that never leave our hands. We live in a multi-device world, and as our recent research showed, seamlessly switching between these devices is becoming standard practice in the US and the UK, and mobile phones are fast becoming the primary screen. But what about in other parts of the world?
As brands and agencies expand into high-growth markets, we decided to take a closer look at multiple device use and the role Facebook plays in the Middle East and North Africa. So we commissioned a study from global market research agency Ipsos that examined these questions in Egypt, Saudi Arabia and the United Arab Emirates.1 This research sheds new light on how people throughout the Middle East and North Africa are connecting today. Read more
This summer, all eyes will be on Brazil for one of the most popular sporting events in the world. Of the 1.2 billion people who are on Facebook, some 500 million are soccer fans. Read more
For many people, consuming media across multiple devices and multiple channels is now the everyday norm. And for many marketers, understanding the relationships between these channels is vital knowledge for delivering the right messages to the right people.
Today, 4C, an ads and insights Preferred Marketing Developer, released new research (commissioned by Facebook) that helps marketers understand the affinity of Facebook audiences to a range of TV programs in the US and help them make relevant ad buying decisions.
Using public anonymized aggregate data from Facebook, 4C analyzed 150+ brands across five major verticals and more than 800 programs across 14 broadcast and cable television networks, and explored how to apply public Facebook data to improve television and Facebook ad decision making. Read more